Fragrance and personal care
October 25, 2018
Consumers are able to discover beauty products more easily online. Image credit: Lancôme
By Sarah Jones
While a significant portion of the customer journey in the beauty category has migrated to digital channels, the bricks-and-mortar environment remains key for both exploration and conversion, with 65 percent of discovery happening in store.
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6IalwP7I5yiICQnENUUj\/cAcbs2pPWwSr1r2DFXZnZm56l4ZAAOq6QNq7G2i\/V+tl5HSjHCUS04K1HIfcXCfybktccUwF+8XlewnTcUfdddyQrWr\/y+b4ZmVC1Ow1A9+LzOvw2K2uixy\/wUFtPpTQLvBiXllXT86tTvyPIFYG5qlPw2qLRa2MSH+tm5VMJP3JoDpollXp+Y9SjZfphlBZ0iMfYW2cpUx7Ig8y43QI6RtylVeb91cIYjn+\/ds6aXUnozYT1HKSTqi5JKbzc+1oa2QWoM9+EdoLPV3mJ+aEaa5M+JDwk7zS4J9ZV8Cjg8MXVn78w9O6AEP7TbqApnPO1kEPoOwCVmbz6\/P8Vj9ZpNUFbDYljAOfKaVnM4efcENBGorEhIMTNgSm6j61pyroGH4St15SqMJrBrVVWEFe+DQPqQnygzB9W\/tQKiuRt3CiJAhFJOFGJViFzrgUfNSD8HejyCKEYRnNWtHeNkqZLdSSocD1u6JzH8jw605AnAA17KuiyIhWt3cs\/\/h5fF2emrQKNksaaY5zA+jDkNSuwYKgWmfztllus72NvAlDZHbyESp3vzMe3rWlIP\/EpEyZTvFB\/bVXp8tVFEnUnqKltIiq6uaIWbhrXG3dhvMHxwhm8ccWnE5kB5RV0ZFhX6iSdhoJeGbl9DfMPQBDuXAxv+CPEUY1AQIjUWePmRmewhxRQ4BJKUWSpLLjl5tsDN7h4ncVvJcphzw9xiVwdRiey6Wb5ug+nISSWLADAuZyGdojqgbJxVGU0BzHHFuGU+B841lKu06RGS\/ZcaqxIbC\/K5aSKGTbs\/6lPPy2mPTghQMq8k\/etptBLyvMGMF3\/VEaeg2xM0blcM2eIj6Blg+ouH5XR04fIPzLytfaIfxJgHjFZdJeFcBnCgNrdMrEvx0UlXLyi3qSPmDIQ3Fss6vxStKGEPKTCx1RrYsUzLsBqho+SCPjVuViBf5QKB8cZKY+IvdUrlt2vnlHl8Zmc6qXbMbzNGy0RGhqBcUj7dOeX4X2mwAPmvqhjMiFTyt4sue0ZQnZkLk83YjYEdKzpPucT9B+P0GY+YV1SX9Omfj2cUUEkcQb0+k00o8spCKKxewCaTV6H2JGWhqu2Vsh5s9FO4jhdY60IzguQCAmgXoULKKLUCEz0Erbe4Mb\/HSsaaevpb5hVR3S+i9jQIJRYpyQOwL9MYcclCU4XS57ELQfUvwX7OoYEA56KtVbcletE39oxBKxiDrvYbq5GLm\/+4yqGRDexcV0irUsYsHE6BKU1Sjc\/g1J1fFVrRC7Wq9d1WGAyHU0BmMugoy+XIftTC5UcntyXNzMeeVHjnE1WKxc51RA29ccF2eSmbTCxAwIluOitqXvhu3misdI+28MgaleOMHMEVIh+yYnS9MmGZ8mqOU6a5qkY8TkPe3u1Yd1ELIwvYpGBTDoYCMFP60Qjj6UowscaoZDx7c5ObT04w7h1KDvuA+4TYup206uEcZyP2pojy6\/XHMBYF04enKLeI4Spi+eghHDwH4rl\/mgWzkS\/TLO\/qd4GBDuY8Naz+DcvJG8HT5C+5inWLx\/8QpK6eQm6D48EI\/0p\/zDtcB6KjXK65euRUz30A3XOPpTmW8LreGrdlPsfGAkn54Mqf2ACWESKxHh46AR+ByqMEq9fxXMIYLxd5gzRleGdIootwApM\/b8AA4ocP6WOS8fgCYvrXdKkySq\/GHnMI9M0zE4QPLxhFUtabkQT81tpH01RIY7m3AzrZJdyL9qKOu0MBCPdnid3y2xEDNQk7OUBmjlCO3kYQF2bk6ltOWLLugtepbFptGJD+KsTgvILVkFpgs\/D0VFEMrYA\/eThTab7M54F+CAL74GLtfhz+o4VZdoOZEpYp521JfGCTdHJk\/YpmEK6CHewHbd5+RNIaO7cTYSE2MtAFbGbc4U1Tk\/Fk9eNhyuDTR6Jmy333gJYg2l8Siqzq3pgHNqTWc+aABL24UORm8LiyMy1VsZoX1s+lJLyF4+F1VTSat\/EB1Q+tulF+AvYLg\/WDpHQAqXQYrE16QDAVKiksNVJTJz744r2Zo3+b5rILwW4X7FQ\/IWmeRYDohnFcuHLh4CPvxJiUoFiXL3vewTDVW1ZtAnSYL3El+Qu\/qXLFatWj34WpZrpVKdqVEH5+6D+bn095YvcsVSBP+GH8Cx3LTZTvwYUEP+uaxtv2ky2eYFgj0XKYbE7zWuQgQ4v17erOJNuFZf4mItBhmmB42YkrZ5wXDHOERM7qWfkCGIudKq+C2TuFq6+2LejPXuCMSwUGJ418BibARSJ3auRnqV2q4AMtFuXDhuJbB2iH0ngad0LAq8JEsy9yL+8elbVu29ApSMmYt1xWy02LJFLy2EGc7e2tYtvBf\/DoGBUc8up8MqKd7p2yQ05JmtzXvMT9sRcuqGh8Bz\/2n2Ji5TJR8I3YowiZsQjyVioY7tJ4VehbJkEyvSh\/O2gajTS5IMRoM0HTdoW8DTVB7OMof+LwhyyvApY\/ih3+F5ZVP3Te3MDU+CH4KbZNaai7BbQXpqnFfRoQ9NAcW9k9k77kYBp3qWE5UgAcPkKIPiowfUW38DibJig3+nuYTYcrKKc9xFuKjcvfN+1w1NsMMYHmmIausbvjV2baGyKsRkapMbDLo0j05i75BQRM7yVdQURjf02pmtuGaqKcdQAR+PweK8\/sabYznmlpMzein3g4cSOqldMGd2gvYeRTtb6oYavMFXzK\/U8xySFfb0rcjaLlYXY6Q0C69rNLEZWFawvOVlwFg76uACG5Zi4tKwoD5x3LUbqNM6tPIlJ\/3ytUg2pwB0Eva513vgjvQNt9cNOmVEwS1tqfNnTB\/fgGavIFtWnUdViBimpD36rFc6FALm6bO5i391+4jNOHBpKfCPBRF0vs+9Ci2euaK9JaLyurars15H\/NiyUPx0FT7jUPlTOWlHK4Ohl3txHfCUgx3R7FZWBGBqKoOnVWco4yavqzgTDkX+qXpcUy5+QNfUrCDk0HdDD\/IgO9ccb\/mQCJZ9+yDcyijVYLtMG96urOGYwdK8pCCv5psDcQlLvrAnZtibGX4MopIymALUE4GUvzytKhPpL1Xisv7N5xUsr1Ktp\/JjbswBLYjsj0xD4iiHJ086xdqRGHQWg+mY\/VsjGJUd7+UEiVDdxlCsKiM55+F\/poYPBDo9oy\/aDfBOHaFiYtaSziaEeoH\/aRKmHrSjxsLtrbROOMjni2kNl1bNSAWI1eoilveps\/7qoXGO9odsKuCgmGyU+5KmQHTlPx9PY7sX\/cUBUGW63UzXxTNyBa+2zI5nur\/5hyLYGHL+EATH8NHO3SNlIRY722UJM88wiEkkmnDDlABIk1UJ8Oyd4VjuspZenkoK2xD9eAThI\/vK3xFk3mWvzWlAln92UNsiQ9s7cM3yITKjqBcuxOOTRSopUxEIpF9UNf7H80e8Ytjys3gzM\/B\/JmzCqQ1mHszOZgQUJQK60FQCAjskK48aIhg0+TE8keBpDwnf+FT1pUOCDg6QBaGbPhNgh6FKvcekTYZMAVKhoWtJoyAsNZyr+gdT1U+hVeWLUWmlLTUSYWKa1AJuGG5CSU91l+yre0Inq18EXo9LsxFnHVurcAwzwtUpZhfOwwD9FnEW9uBIPWLIRPBDZYz0dH7eijTUdxTi58Nmp1\/bVtPL5VN9izBTnOM+ONsmB30GluqxbiSVxgjAc\/W0wewde0QzmCRwE7E66DrMHTda007S+kQp1TN8zk8XeZO3OT+kEWKCrLKYAMc\/qKSRhG38ZKxyrtvh+IwnR5JbrweFbAyb45hK0p1HPeRSLN7oNkTjgQBe8r\/6msQbFj21U+uqULY1h1zh\/0mBvcJojhSOS+AMmz+8NVIVEOQwAomZnSf1lv729QQNeGwae5DAKT2V9buzxN6FCYqaRvj3GBX2XOqwxlIl0aPofOV57Vs9JhZbCBwIZVgOL39NByGXqLQQHECTzjCxTNYvI9h4u2o+kbGNu7mELCA26iePE\/95qZZLb\/5i+PCtLUy1Ld9NkCkdk\/hb6+3xvPuc7IBkK9CZmZDcnPCrMVFyNSKjRVOAGv8+iwQ543eNM8A3Y\/3Ht3eKlfiXaRbG8PufWgiI6Xy6\/aAycVLr6UtDd8tM6xGbDbB3GiB2daN5EL3IPXuNmNJSWKlFehjLJWTUV9y7ZBUgN4zq7cRHOZ2ZloQdJzfNpacFv7+bEgITaN4EGo\/d4ekjVQOhWIgONJj2RGJFs7T0smHYDQqu8Kqk71mf+FjDtOvXT38hDc+cgIigGo4GT12XRCRKLUsB\/Q0eG63oTY5OGy+zu4\/XcEwTHRquo8YTTgSoxg2nfJXfyokXm48fr0UuC4qPLXbNCIhzZAXBlKGQfpA7+3LRgqt2cU0b2SXgAGsDa53ab2RKZ66\/NXtZ31doTQEz+BIVKyN8RbX3Xkduy64GIAmD70p5ZjGz3zQTD+Wis5EGUUmY+9xhBheCUf1W8OaGCISy3UigilJI\/MoZRBvMAswbo76BvrGpWGed\/ZAKToy9TJmMLEWRh7ihK0TfXpzlYAxhS+sZA8uSld7WYSur+SL+q8CowcU5GoebFbRTigyYcRjarZPuEpXK5jQ3Cd8zTQnbEffXndEDwPnhLN\/m3D6UGPfqsNSicVL6rPCcTvSVvqfgFMbWwjW55252y5Ma+nJlci299S\/j7P4PdFQ4ytMb7uAVl2dIAEDpiYHnb2xE3xohZ8eDSAq\/SHAb2yHEUTv8tgwyICSWqUtFPJlSEFPpcWgg60XqIku2zgwyNu3P3QT5suEMrkOAVVTbDe7ZEcGyx5G18ibvsvPKAITGMhlTT1o8JHKLHaMyY+qLBrW7NMOyuvRQ7tInhSJadagqZWlbTEP8KMHnZtg2ty6xRBrbOHHGCNfqDms40xvTAdfofQmROs4CEXq\/IuvRMcMxd\/u5srYv+apaWyzUPk61tS00IKkFc5OXNa7ewSrrYtit4\/jkCgH6lCcPUZh8D7peN\/nVpdTlWBRSqb92OPddfbJEX3BbOMbdTpo5AhSHrepVvjyJmtqwk4Smh63\/la1zVFD9brl79+1YT\/8M8N1Z2cszHRAtcK36cGSgoyT7N0Zv3zaoHqwhuJE2ZLhCotahyLT1\/gp0iYLSkdAQ+AQxGwHpbZMp1Pms+mMupQGC1nEH2oRHu0REFZJpGAKGB8H5YLm6qHsWlRpKiPTf1\/0VbQoeuAOG+7L5o6LalrLCE0uxyRczRqkKB5OETYwiUYH9XXDjShL7D4FVWKZOYdWgCDKG5MhMSg0N7v6zY23+dU8ZbfrHFJ\/Orn1Y5PyNTf6ntC5\/gkIMsTKaja1QdPONSJGohUPioJsO7CLEIzqcbOrPb2nxx4pY9kcJO8s6thllWHOxlRq5DLkigsJkdSqAXnJRGtOHWGs1BW04o7dN7jnd5HUeTQrjHY33TJ6JEbY9AhKnurXdnt2UEJhos\/jBKGF7WzxQTJpYjtKtaibJmWTtX6Wzoq619qB27LbuMZBWEOtzXrkPyCMUwHRgHjW0QYfkwqQppTt5BpxSU0SRWY0tcQX2ivPOd99exxlbcEa0ALMjhNxdBjeBwzdsjvQgFzVJfMcYicViJyg4slP8QZYqOFOC\/lihecKEIgU+b5Ds+XhWfxrrXpJwnVRO594AnEA5qs2cPNIB4vzBC1L5uGApE9FaWCNpTonj+vJy9Enrydh3HCJ1jNz99u5pnLSKofTnuaQtHUpH7PlNKddbgW4QtgOsTy7mwuNnL0NUrjVh\/Wef2Splvbr7EUdQmz25CTWyhhyOYSu8sME7u9LUNQJog5v4o5nLkcEGFojFPKaRRg17Xv2yZLppI3UzZ6WrurWO6Q112otc8sVGu3Pt8nd7XuAYqUySD4QeYucCiVro1IjCyEax5XnJVVL+BPlscTORdZhp3\/qQ9ZPuCb6J+Q7EpIxRplL8OkIdFucqOQvVUIFViF8eljGfNO9R54SMc8T6yvCFcuu8UFErqalScnuAXv3nzWumfRcY\/raDEokt4\/ysa2lIYqVWk585r4lnEaUWwqTx+jGn6BSChjhOi+NHUZ0YlASiid5JIaq1cGfQDK\/qvtBe21Op7HzhhFpxFBwJAezXTnZSWkVxl7TsR+mRIVoy8Qz4jekEEXYL9dExW2ITiHPk1NsHkv9A\/9gkV\/MHVTdrjyKqNtTUpZuIhyAWUAcqD7M8DvjUi0RCRTZP6IcQ1Hljk+RCIyEjnirFNuu69hyvHrGw9c7LNEN+Ze4kjmPqCvEq3QmXrPDS\/aI7eC9j0NK1GaCi7iAtnBU2lJU3lvIVbLv+efL3lamItEs30QKBVEGzigDaTKIzjtDbndX8lrl5e8HY9aGzE2Zkgq1zNbncMF1HQL\/SpHEVnvpEkmMAPXpFo3XqFo\/V5H1kkFW3rgdDn+iIEDLgXpXmuj4Q11j1zIrWcw9IPAps0oQAEjQspV5XGlyJZTpgV9HLT5mZLuUr1EsqR50sssWDrDnZyW4t+JWCR8dAo\/A8nXuqKL+GyBlu80G3H7Yv7TzihMoC3MmD5uEbNPMJYo3kAjZTeNIryG6OWp8Cm76C46Q6dNWd+EJK6F9ok449i+\/op5t9ppr+mWVsyY74VkhX96Q\/Gh4pNLsodyTCpokU3G1mW96mMDQB\/ynvW25nM8AV3CYx5mkkRSnTYbo0LwORoGrZGf\/No31lcCC37E+PF+uMOOuRe7Oa1nB+TRnpGYmh9QAfQkyXosb81MhhVPH1fc+ISJto7Ub\/NGdOBJoxK+bBu7CXarUJ5fvnT0Oc\/zUbz01qnR9LDNyFhqEsmeZAjfKY4kAUooCv9YXKGpLe0gewo3p4pCTCrPq\/hAgJdbm2S37sxzaDLRVMlSeOo\/EGz\/IWG7OlBNJYKGVvzMgzKaBGbEGGkrbseRM874aO\/MibBaQc3Wb4nSOyTu7s58fDXAB4wK8kCDMqhGX50UT37Kkj\/ZUY4PR3i51V4WbB9F4bMsif9grMV0QBAjT3d1lGI84vVpyWI1hNQX0GOdpXxIf2hb\/KnGrJGE9Fb9bUDx5z9Z720btNg1Pbd5DcFQX1o2pba9oQRH+\/NZDUJ\/zYhdbRyNVgEfdsROZ833Af4YrcI5dhBUUsNT1S9e3idMW6aF8JH2Lu5q\/c2r783\/3yhzhQLljhLNq6ZLvJuBcZchD5T18bLQ8+C7JdVqiJnKRl9DP0\/TWn7BJe1+\/7Kkp+TNieOCyebpknwNJRvW7++q+RvkWlF7dIycO0\/eyUyZrc7MvRoAYfAieCT2\/P9oaS1JUZYLyUidr\/+e\/VLOVKH4yu+B7e49GAUEafMNgXAw\/XRsHNtMc+ongfYrOflPq9NzqKZnz36rf8MHiy1htxpWpv6P\/rj+oJeVbEONthU\/VTzNJj9wHYbC0r8nGvfE0uEbKw4SuQQNerieuGqPLJhb9X5hB0qcrU1dDEvZcX0PG6AKvsU7+gpO0l6zdrpgBu0TgwG9VmkZzAhvoQrnqpcgTumVVIHYkuUTxpALN8xKims8JhKhpWhCb75qnMox0pRDE+KgFwJ2R3tTcC6KYSrdRDGoRTJXi3l2Y7RxRRRI9AXBxhTYwrDd0Y0a8aXdSq1Qf3O5vJ9uh+BlPLaUxUidVsrHhqaW7iEc5yykL7eC7mjQLIppLz1s\/pHqbgtIJ\/JJbSM9ZVE7Q7u2Q587g952FYAlI67jo9g4Z2ZXdWOwHVJ28OdzPEwo9dx8mz6vmjBZSQ9q66rRn+h0jSTbQOoGhGI0I1sPWzZnRGpkVtPlBSt7LG43gZYQd47v9FWqZWfmBKcff4guC9Z+Ywu+UUfrkBcCUFqpoBw6WIY\/gQqvjduSDGMVGYAtkRXRy+artOKB7UIumuHcidTXAvkKaFf3MJDXt8W7FOY\/Xwo0Von\/yBQpfaVNtPadcATDYg3jOC5NgtAgETc7WtI9hcM7xzLWTMJJX1Uo1wZMTatouykuLAyEtY\/\/OgdWZXaDGbGrKFwwpggoB17VcCCeK+Ugf2QkFAlVoyX\/JU+ZjABlkOxdCLVGQcm3r9MDddbett9Q6JCI8iMJkHROfMUrvI7ouvDKtN9QHO4+qF7ZbL3RQW647LdCcxPMTWEu0LZ0TkbEjWyVFk+aZ4x5+EuoYq7RPrtv75cnxw1StpchH2eaP2P4uPl6wmW5mzs4DBjxGP9yguJlbgxeq3Ht+3vIJVnZgHffK5pM8wUhNgv72BFTvLFS0WUB5WWHUtoPVduhddQ5QgpZ3iBJeY\/DusAMqZz0+fZaKaetbkNGSRbSN0PNoAM4tqkrgYIOv9U3oVw4BawrR+cWvwX9aYN5BuzoTydoVTqxCOCrCPjoOoXnA5oycPtD2O\/AF6JWWQDJDo03G6+WUMWte7Q6eyZo1ReLTtH\/AfDJkbRSQ5QtQ78SZ4IZ7xen8uXdp2cxOmcz0zRBfsvhV42seIgYaaVh9K3paNFFYtc9DmUycjiIWtXFfnv3oZ0G2AgUpBSOlqQsEmxWkgFHbhJKQuSJa6c2GnZk9pDceL5EQO2GdmBY3ETks3xFKUazE\/cTAcTe7OceXdamtH1JpIh5YvrbJAkdb1tOiD6CntZ1AcLL\/zqHkTeZK2q3UCl1\/T1I0HOuSIZcosH2UQCtBXQ4CdNbBi\/Sgf+J+jh8ue5nOIapyh45D5sU6331BaWtxM5LvNJY62\/ood8nkBBdRdimbuPTzFCFl7MEunPVd\/iblVkCueLIT2PQE1\/Szea+UJPhr8pi5CBczKwwPKP8SKji01\/7iIC9Xs9FQEnVh4Ge2dI5i5ri\/xqxKpR1zru","iv":"9199409a5b74425bdc57adf27759de2a","s":"ab924c9c7b79bdcc"}
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